The objective with Sponsored Updates is to publish relevant content straight to the LinkedIn feed. When a user logs in to LinkedIn—whether on their computer, tablet, or mobile device—they're presented with a feed of updates from their connections and people or brands they follow. You have the opportunity to position your brand into this highly visible space through a Sponsored Update.
- [Instructor] As online marketers we're obsessed with putting our message in front of the right people, in the right medium, and we understand that not all audiences are the same. To help you better connect with over 500 million professionals, LinkedIn has created a suite of products that are easy to setup, measure and manage. Now the most popular among them, are sponsor content; which allows you to publish relevant content in the newsfeed. If your brand's on LinkedIn and you're exploring the idea of running sponsored content, chances are you'll be reaching an audience of influencers, business decision makers, and those with high purchasing power.
Now especially if your brand does not have an organic reach on LinkedIn, you can create and run scalable campaigns with sponsored content. As with most other paid advertising platforms, you're in a sense building an ad, setting up your targeting, delivering it, and then evaluating the effectiveness of your message. So the objective with sponsored content is to publish relevant content straight to the LinkedIn feed. Now let's take a look at linkedin.com. When our user logs in to LinkedIn, whether they're on their computer, or a tablet, or a mobile device; they're presented with a feed of updates from their connections, and people and brands that they follow.
Now you have the chance to position a brand in this highly visible space through sponsored content. And also what's great about these is they're interactive, just like a traditional post in the feed would be. So you can gain traction through likes, comments and shares, helping further the virality of your message and drive additional awareness to it. Now in setting up your campaign you'll be able to leverage all of the demographic data within LinkedIn to establish your targeting. Everything from company name, to school, to degrees, to experience. And sponsored content includes realtime analytics, so it's easier to make quick decisions based on what you're seeing and understand the performance of your ads.
You can sponsor content you've posted to your company page, or create content directly in campaign manager. This way, you can A/B test and tailor the messaging without posting to your company page first, so you can speak specifically to the audiences you're targeting. So now, we're ready to look at campaign manager ads platform interface so we can gear up to create our first sponsored content campaign together.
- Discovering content you already have
- Developing new content
- Promoting content through your employees
- Creating a campaign
- Navigating the Campaign Manager ads platform
- Creating a new Sponsored Update campaign
- Creating a new Lead Gen Form campaign
- Setting a budget and schedule for your campaign
- Adding conversion tracking to a campaign
- Campaign reporting
- Optimizing your campaign
- Rich media and targeting best practices